Fanning, Nyong'o are first faces of Tiffany

It was only a matter of time.

Tiffany & Co. is hoping to harness the influential power of celebrity to freshen up its brand. The luxe jeweler partnered with former Vogue creative director Grace Coddington to reshape the brand's fashion advertising, and she handpicked Elle Fanning, Lupita Nyong'o, Natalie Westling and Christy Turlington to do the job. The move marks the first time Tiffany has every used a celebrity in an ad campaign -- kind of hard to believe when it seems like there is already a celebrity attached to any and everything.

“I’m also known not to like celebrity very much,” Coddington tells the Business of Fashion. Her goal was to “find people who are beyond the average celebrity,” she says. “They have to have more to them.”

With a theme of "Legendary Style," the series features portraits of the fab four photographed in the studio.